File formats: What to do with all your logo files

If you've got a bunch of brand identity files and don't know what's what, this handy reference can help. From vector to raster, EPS to JPEG, we've got you.

Written on June 19, 2019 by Christina Blust

When we finish up a logo design project here at Blustery Day Design, we always send the clients a whole bunch of files! As the recipient, you might be unsure what to do with them all. First off, back them all up somewhere safe. Then read this handy guide to see what’s what.

File type features

Different types of files are used for different reasons. Some file types are more appropriate for print pieces, and others are more appropriate for web. Knowing the particular pros and cons of each file type is helpful.

Here’s an overview of the categories of file formats. (Sometimes the details of a particular file may vary, but this a good starting place to generalize from.)

Vector

Used for PRINT

  • Scalable file types:
    Can be manipulated and resized
  • CMYK color space:
    Designed for printing & producing
  • Larger file size:
    Higher resolution, allows logo to be edited, and can be resized without quality loss
  • Common file types:
    EPS, AI, PDF

Raster

Used for WEB

  • Flat file types:
    Uneditable and saved at certain sizes
  • RGB color space:
    Designed for display on monitor/devices
  • Smaller file size:
    Faster load time on devices, but cannot edit the file or make bigger
  • Common file types:
    PNG, JPG

SVG

Used for WEB

  • Scalable file types:
    Can be manipulated and resized
  • RGB color space:
    Designed for display on monitor/devices
  • Smaller file size:
    Faster load time on devices, can be resized without quality loss, but not supported by some programs and interfaces
  • Common file types:
    SVG

File types

Here’s some information about common file types, including how to view & edit them and their unique features.

File types for print and editing use

The software maker Adobe (who run Creative Cloud) has long dominated this space. But recently, other programs have entered the vector creation space too, so you may not be tied to Adobe Illustrator.

.EPS

Encapsulated Postscript Vector

  • Type:
    Vector
  • View:
    in Adobe Illustrator
  • Edit & Resize:
    in Adobe Illustrator
  • Best use:
    Designers can use; most print shops prefer this format

.AI

Adobe Illustrator file

  • Type:
    Vector
  • View:
    in Adobe Illustrator
  • Edit & Resize:
    in Adobe Illustrator
  • Best use:
    Layered source file of all logo versions for designers; some print shops like this format

.PDF

Portable Document Format

  • Type:
    Vector
  • View:
    in Adobe Reader, Adobe Acrobat, or any browser
  • Edit & Resize:
    in Adobe Illustrator
  • Best use:
    Viewing and sharing logo on any screen; some print shops like this format

File types for web use

.PNG

Portable Network Graphics

  • Type:
    Raster
  • View:
    on any screen
  • Edit?
    no
  • Enlarge?
    no
  • Background:
    transparent
  • Best use:
    Websites & social media graphics; graphics with text and graphical elements; when background transparency is desired

.JPG/.JPEG

Joint Photographic Experts Group standard

  • Type:
    Raster
  • View:
    on any screen
  • Edit?
    no
  • Enlarge?
    no
  • Background:
    color/white
  • Best use:
    Photographic images; places where file size is critical (for example, in an email signature)

.SVG

Scalable Vector Graphics

  • Type:
    Vector
  • View:
    on any screen
  • Edit?
    in Adobe Illustrator or similar program
  • Enlarge?
    can be used online at any size
  • Background:
    transparent
  • Best use:
    Logos and simple graphics for web; can be significantly smaller in file size for website use

Top photo by Scott Webb from Pexels

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